Repeatable Go-To-Market

Owned by Vicki McEwen
Last updated: Dec 14, 2023
3 min read

See ICP locked, GTM Path, and GTM Metric here Results: ICP, GTM Path, GTM Metric

Step 1. Assess Customer Intensity | Orientation

1. Assess Customer Intensity | Orientation

Tech Offering

Customer Lifetime Value (LTV)

Customer Relationship Orientation

Select

Describe Why

Select

Describe Why

Select

Describe Why

Step 2. Build GTM Strategy for Early Adopter Segment

2. Build GTM Strategy for Early Adopter Segment

Your GTM Strategy into Early Adopter account

Summarize your strategy: Top-down, bottom up?

Relative priority between GTM for Buyers and Users

E.g.

“We shall first build Account Led Growth in Early Adopter accounts, followed by PLG inside”

“We shall first build PLG among Early Adopter users, followed by ALG”

Step 3. Prioritize Direct Buyer & User Pathways

3. Prioritize Direct Buyer & User Pathways

BUYER

Growth Pathway

Your GTM Priority

Describe Each Growth Pathway (20 words)

PMF Target Metric

Other Ops & Efficiency Metrics

Primary Buyer

 

Biz Buyer

 

Profile

Select

First

 

Explain Why

Describe 

Choose a BUYER based Financial Metric as PMF Target

 

E.g # Paid Customers, $ARR, ACV, 

E.g 

 

% Monthly Customer Growth, Sales Yield, #Customer References, Customer NPS/Churn etc. 

Net Burn 

 

Secondary Buyer

 

Tech Buyer

 

Profile

Select

Second

 

Explain Why

Describe 

Choose a BUYER based Financial Metric as PMF Target

 

E.g # Paid Customers, $ARR, ACV, 

E.g 

 

% Monthly Customer Growth, Sales Yield, #Customer References, Customer NPS/Churn etc. 

Net Burn 

 

USER

Growth Pathway

Your GTM Priority

Describe Each Growth Pathway (20 words)

PMF Target Metric

Other Ops & Efficiency Metrics

Primary User

 

Biz User

 

Persona

 

Select

First

 

Explain Why

Describe

 

 

Do you need to grow a community for Builders? 

Choose a USER based Financial Metric as PMF Target

 

E.g # User, DAU/MAU, ARPU

 

Community metrics

 

E.g

 

 # Monthly User Growth, Word of Mouth, # of Influencers, Net Burn

 

Secondary User

 

Select

 

Persona

 

Select

Second

 

Explain Why

Describe

 

Do you need to grow a community for Builders? 

 

Choose a USER based Financial Metric as PMF Target

 

E.g # User, DAU/MAU, ARPU

 

Community metrics

 

E.g

 

 # Monthly User Growth, Word of Mouth, # of Influencers, Net Burn

Step 4. Summarize Top GRM Pathways and Target Metrics

4. Summarize Top GTM Pathways and Target Metrics

Priority Pathway

Name the Buyer or User profile

Name the Direct or Channel Growth Pathway

Target Metric

Can you orchestrate between Buyers & Users in this pathway?

First

Select

THIS IS YOUR FIRST PRIORITY GTM 

 

Why is this a priority?

THIS IS YOUR TOP TARGET METRIC FOR PMF

Select

 

Explain how easy/hard it is to orchestrate between the two

 

THIS TELLS YOU HOW CODEPENDENT ARE BUYER/USER MOTIONS

Second 

Select

THIS IS YOUR SECOND PRIORITY GTM 

 

Why is this a priority?

 

THIS IS YOUR SECOND TARGET METRIC FOR PMF

Select

 

Explain how easy/hard it is to orchestrate between the two

 

THIS TELLS YOU HOW CODEPENDENT ARE YOUR GTMS 

Step 5. Align GTM Focus to New Game

5. Align GTM Focus to New Game

Does Your GTM target focus on your New Game?

Yes | No | Maybe?

Recognizes & executes on Your New Game - Disrupt, differentiate or dominate 

 

Focuses on evangelizing Contrarian POV & Novel Insight to ICPs?

 

Segments the market based on Changed CRITERIA for Users & Buyers?

 

Targets EARLY ADOPTER ICPs who believe in the Inevitable FUTURE?

 

Step 6.

Does Your GTM Leverage Your Magical Product?

Yes | No | Maybe?

Demonstrates the Bold PROMISE during GTM play (thought leadership etc.)

 

Deploys Unique INSIGHT during GTM play (demos, pilots etc.) 

 

Showcases Different OFFERING during GTM play (case studies etc.) 

 

Resources